My learning journey for Youth Media﻿﻿

In Virginia Funes' article “Advertising and Consumerism: A Space for Pedagogical Practice” the author discusses how understanding advertising strategies can be used or applied to teaching and learning pedagogy.

A Key Issue

The author discusses a “gap between the pedagogical experience provided by formal education and the audiovisual world we live in” (Funes 165). In most formal educational environments students are being taught using primarily text books and this is resulting in negative experiences for students as they do not feel comfortable with the traditional teaching practice of the 19th century. Students today have access to technology and are learning in different ways through the use of images, sound and video and teachers need to find a way to incorporate this into student learning.

Possible solution using Pedagogical Approaches.

The author discuss the use of video lessons in the class as a possible solution and pedagogical approach teachers can use in the classroom. The

"aim (of the video lesson) is to achieve an action-reflection-action process in which the student starts from or her own experience and social practice … the teacher’s role is to stimulate the analysis and reflection process, to facilitate it, to foment investigation, to create controversy, to questions, to listen, to help the group express itself, and to provide the information necessary to move the forward in the process" (170).

This pedagogical approach produces higher order thinking whereby students are learning through analyzing and reflecting on advertising images. Students also learn to discuss or debate the different aspects of advertising and in doing so they are able to learn how advertising work and also the effects whether they are positive or negative (171).